Distribution Strategy and Trade Marketing Class 2 PDF

Distribution Strategy and Trade Marketing Dr. Benjamin KAKAVAND  Distribution Strategy and Trade Marketing Level: Master 1 Duration: 15h CM + 6h TD Language: English Evaluation: In class activities / Individual Assessment (10%) Case Study...

Distribution Strategy and Trade Marketing Dr. Benjamin KAKAVAND  Distribution Strategy and Trade Marketing Level: Master 1 Duration: 15h CM + 6h TD Language: English Evaluation: In class activities / Individual Assessment (10%) Case Study Presentation – Group Work (30%) Final Exam (60%)  References Gewal D., Levy M., Lichti S., (2023), Marketing (6th edition) McGraw. Warren J. Keegan and Mark C. Green (2023), Global Marketing (10th edition). Pearson.  Retailing Promotion Retailers and manufacturers know that good promotion, both within their retail environments and in the media, can mean the difference between flat sales and a growing consumer base. Advertising in traditional media such as newspapers, magazines, and television continues to be important to get customers into the stores. Increasingly, electronic communications are being used for promotions.  Retailing In the store, however, retailers use displays and signs, placed at the point of purchase to inform customers and stimulate purchases of the featured products. Technology is expanding the ways in which retailers can reach customers with their promotional message. Customers can access a retailer’s website using a variety of devices, ranging from a computer to a mobile device. Note: Many retailors have developed special sites for users to access through mobile devices.  Retailing Cooperative (co-op) advertising: An agreement between a manufacturer and retailer in which the manufacturer agrees to defray some advertising costs. A coordinated effort between the manufacturer and retailer helps guarantee that the customer receives a cohesive message. Example, Coach for Men might work with its most important retailers to develop advertising and point-of-sale signs. It may even help defray the costs of advertising by paying all or a portion of the advertising’s production and media costs, an agreement called cooperative (co-op) advertising.  Retailing Store credit cards and gift cards are more subtle forms of promotion that also facilitate shopping. Retailers also might offer pricing promotions—such as coupons, rebates, in-store or online discounts, or perhaps buy-one-get-one-free offers—to attract consumers and stimulate sales. These promotions play a very important role in driving traffic to retail locations, increasing the average purchase size, and creating opportunities for repeat purchases.  Retailing Presentation (Store Design and Display) Many retailers are devoting more resources to their overall retail environment as a means to promote and showcase what the store has to offer. Theirdisplays of merchandise, both in the store and in windows, have become an important form of promotion. Retailers provide more convenient store layouts and shopping experiences that make the task faster, easier, or more interesting.  Retailing Example: Smart mirrors have been introduced by retailers such as Neiman Marcus and Nordstrom. The mirrors allow customers to take photos of themselves in an outfit and then view side-by-side images for comparison to determine which outfit they like the best.  Retailing Various theories have been developed to explain the structure and evolution of the retail industry. The Wheel of Retailing offers one view of how new forms of retail outlets compete in the market. Generally,retailers enter with low prices, low margins, and low status. Over time, they add more and more service and other improvements and thus are able to raise prices, earn higher margins, and achieve higher status with consumers. Inthe Wheel of Retailing concept, as stores add services and improvements, expand the mix of merchandise carried, and upgrade their facilities, costs are generally added to the day-to-day operations, which results in higher prices.  Retailing This change opens up opportunities for new lean, mean entrants at the beginning of the wheel.  Retailing Personnel Personal selling and customer service representatives are also part of the overall promotional package. Retailers must provide services that make it easier to buy and use products. Personal selling facilitate the sale of products or services that consumers perceive as complicated, risky, or expensive, such as an air conditioning unit or a diamond ring. Example: Estée Lauder conduct seminars about how to use and sell a new line of cosmetics for sellers.  Retailing Today, the most successful retailers concentrate on providing more value to their best customers. The Internet browsing and buying activities of customers, and the data they collect on customer shopping habits can be used in customer relationship management (CRM). Using this information, retailers may modify product, price, and/or promotion to increase the percentage of the customer’s purchases from that a particular retailer.  Retailing Place Convenience is a key ingredient to success, and an important aspect of this success is convenient locations. The three most important things in retailing are “location, location, location”. Location is key for customers who shop on the basis of the store. Great locations provide a competitive advantage that few rivals can duplicate. Example: Zara spends almost nothing on advertising, it invests heavily in location, Starbucks saturates a market by opening in the best locations, it will be difficult for a new competitor to break into that same market.  Omnichannel Marketing Managing Omnichannel Options Amanufacturer can sell directly to consumers by using its own stores, kiosks, catalogues, or the Internet. As more consumers embrace a variety of channels available for browsing and purchasing, retailers must develop an omnichannel strategy to create a consistent experience across all channels.  Omnichannel Marketing Benefit of Stores for Consumers Traditional stores offer several benefits to customers that they cannot get when they shop through catalogues or on the Internet. a. Browsing: Shoppers often have only a general sense of what they want but don’t know the specific item they want. They go to a store to see what is available before they decide what to buy. Although some consumers surf the web and look through catalogues for ideas, many still prefer browsing in stores.  Omnichannel Marketing b. Touching and Feeling Products: Greatest benefit offered by stores is the opportunity for customers to use all five of their senses (touching, smelling, tasting, seeing, and hearing) when examining products. c. Personal Service: Salesassociates have the capability to provide meaningful, personalized information. Salespeoplecan be particularly helpful when purchasing a complicated product, such as consumer electronics.  Omnichannel Marketing d. Cash and Credit Payment: Stores are nearly the only channel that accepts cash payments. Some customers prefer to pay with cash because it is easy, resolves the transaction immediately, and does not result in potential interest payments. Some customers prefer to use their credit or debit card in person rather than send payment information electronically. e. Entertainment and Social Interaction. In-storeshopping can be a stimulating experience for some people, providing a break in their daily routine and enabling them to interact with friends.  Omnichannel Marketing f. Instant Gratification: Stores have the advantage of allowing customers to get the merchandise immediately after they buy it. g. Risk Reduction: When customers purchase merchandise in physical stores, it reduces their perceived risk of buying and increases their confidence that any problems with the merchandise will be corrected. Omnichannel Marketing  In-Class Class Discussion 6 Discuss the advantages of multichannel retailing from the perspectives of both retailers and consumers. 3 points from retailors perspectives 3 points from consumers perspectives  Omnichannel Marketing Benefits of Internet and Omnichannel Retailing More and more people are embracing ecommerce. a. Internet Channel: The internet channel has the potential to offer a greater selection of products. Theinternet channel enables retailers to provide customers with more personalized information about products and services. Itoffers sellers the unique opportunity to collect information about consumer shopping behavior information that they can use to improve the shopping experience across all channels. The internet channel allows sellers to enter new markets economically.  Omnichannel Marketing b. Deeper and Broader Selection: One benefit of the Internet channel is the vast number of alternatives available to consumers without stores having to grow their aisles or increase their square footage. By shopping on the Internet, consumers can easily “visit” and select merchandise from a broader array of retailers. Websites typically offer deeper assortments of merchandise (more colours, brands, and sizes) than are available in stores or catalogues. Example: people living in London, Ontario, can shop electronically at Harrod’s in London, England, in less time than it takes them to visit their local supermarket.  Omnichannel Marketing c. More Information to Evaluate Merchandise: Using an Internet channel, firms can provide as much information as each customer wants and more information. Customerscan drill down through web pages until they have enough information to make a purchase decision. Unlikein catalogues, the information on an electronic channel database can be frequently updated and will always be available—24/7, 365 days per year. Furthermore, the cost of adding information to an Internet channel is likely to be far less than the cost of continually training sales associates.  Omnichannel Marketing The depth of information available on a website even can provide solutions to customer problems. Example: Home Depot walks its online customers through the steps of installation and repair projects.  Omnichannel Marketing d. Personalization: The most significant potential benefit of the Internet channel is its ability to personalize promotions and services for each customer economically. Consumers are increasingly embracing personalized offers received on their smartphones.  Omnichannel Marketing e. Personalized Customer Service: Toimprove customer service from an electronic channel, many firms offer live, online chats. The online chat feature provides customers with the opportunity to click a button at any time and have an instant messaging email or voice conversation with a customer service representative.  Omnichannel Marketing Example: Virgin Airlines programs its chat windows to appear at the moment a customer chooses a flight, because its goal is to upsell buyers a more expensive fare. Other online retailers use metrics such as the amount of time the visitor has spent on the site or number of repeat visits to deter- mine when to invite customers to chat.  Omnichannel Marketing f. Personalized Offering: The interactive nature of the Internet also provides an opportunity for retailers to personalize their offerings for each of their customers. Using cookies that provide identifying information, Amazon enhances the shopping experience by serving up personalized homepages with information about books and other products of interest based on visitors’ past purchases. Amazon will also send interested customers customized email messages that notify them that their favorite author or recording artist has published a new book or released a new CD.  Omnichannel Marketing Another personalized offering that online retailers can present to customers is recommendations of complementary merchandise. Some omnichannel retailers can personalize promotions and Internet homepages on the basis of several attributes tied to the shopper’s current or previous web sessions, such as the time of day, time zone as determined by a computer’s Internet address, and assumed gender. Note: However, some consumers worry about this ability to collect information about purchase histories, personal information, and search behaviour on the Internet. How will this information be used in the future? Will it be sold to other firms? Will the consumer receive unwanted promotional materials online or in the mail?  Omnichannel Marketing g. Expanded Market Presence: The Internet has facilitated market expansions by traditional retailers. Omnichannel retailers can achieve economies of scale by coordinating their buying and logistics activities across channels and consolidating their marketing information and activities. Generally,consumers who shop at omnichannel retailers typically buy more than those who shop in only one retail channel.  Omnichannel Marketing Kiosk Channel One of the greatest constraints facing store-based retailers is the size of their stores. The amount of merchandise that can be displayed and offered for sale in stores is limited. By blending stores with Internet-enabled kiosks, retailers can dramatically expand the assortment offered to their customers.  Omnichannel Marketing a. Broader Selection: Customers with the ability to shop in a store and look up products at a kiosk generally get access to an expanded assortment of products than just those in stock in the store. b. Access to Items Online That Are Out of Stock in Store: Retailers using in-store kiosks can often save a sale if an item is out of stock or if their location does not carry a broad product assortment. c. Access to Wish Lists and Gift Registries: Customers buying gifts can check gift registries for wedding or baby shower gifts as well as wish lists for themselves or the gift recipient. d. Access to Loyalty Program Information: Being able to check the status of a loyalty program and determine whether points are available to be used is a benefit to consumers.  Omnichannel Marketing Catalogue Channel The catalogue channel provides some benefits to customers that are not available from the store or Internet channels. a. Safety: Security in malls and shopping areas is becoming an important concern for many shoppers, particularly the elderly. Nonstore retail formats offer the advantage of enabling customers to view merchandise and place orders from a safe environment their homes.  Omnichannel Marketing b. Information: Catalogues have information about the products and how they can be used. Example, the IKEA catalogue shows consumers how its products can be put together in a kitchen, office, or child’s room. It was also integrated with an augmented reality app that let customers see how furniture would look in their homes. d. Convenience: The information in a catalogue is easily accessible for a long period of time. Consumers can refer to the information in a catalogue anytime.  Omnichannel Marketing Effective Omnichannel Retailing Consumers expect interactions with omnichannel retailers, desiring recognition across various touchpoints like sales associates, websites, and call centers. Retailers must offer mobile services. Adding electronic channels benefits brands with limited physical presence, challenges persist, such as the inability to experience "touch-and-feel" attributes online, leading to high return rates, especially in garment retail.  Omnichannel Marketing Integrating operations across channels is a challenge, requiring decisions on CRM, brand, pricing, and supply chain integration: Integrated CRM: Effective omnichannel operations rely on integrated CRM systems with centralized customer data warehouses containing comprehensive interaction histories regardless of sales channel. Thisenables efficient complaint handling, expedited returns, targeted promotions, and seamless customer experiences across channels.  Omnichannel Marketing Brand Image: Retailers need to provide a consistent brand image across all channels. Example, Mountain Equipment Co-Op (MEC) reinforces its image of selling high-quality, environmentally friendly sports equipment in its stores, catalogues, and website.  Omnichannel Marketing Pricing Pricingrepresents another difficult decision for an omnichannel retailer. Customers expect pricing consistency for the same SKU across channels (excluding shipping charges and sales tax). Insome cases, retailers need to adjust their pricing strategy because of the competition they face in different channels. Retailers with stores in multiple markets often set different prices for the same merchandise to compete better with local stores. Omnichannel retailers may have difficulties sustaining these regional price differences when customers can easily check prices on the Internet.  Omnichannel Marketing Supply Chain Omnichannel retailers face challenges in integrating shopping experiences across channels due to the unique skills and resources required for each. Store-based chains manage multiple stores, each with inventory and personnel management needs, while Internet and catalogue operations are typically centralized. Distributioncenters differ in orientation, with store-focused centers shipping in bulk to stores, while Internet/catalog centers ship individual items. Consequently, many retailers maintain separate organizations for each channel. As omnichannel strategies evolve, integration becomes common practice. Example: Walmart integrating its Internet operations with stores and catalogs.  In-Class Class Discussion 7 Select a familiar omnichannel retailer. Evaluate its website in terms of how well it provides value to its customers. Do you believe that offering multiple selling channels to customers enhances their shopping experience? How does it help the retailer? Explain your answer. Global Retailing Market Expansion Strategies Learning Objectives: Explaining four market-entry expansion strategies for retailors when expanding outside the home country.  Global Retailing Market Expansion Strategies Retailers can choose from four market-entry expansion strategies when expanding outside the home country. these strategies can be diagrammed using a matrix: 1. Markets that are easy to enter versus those that are difficult to enter and 2. Culturally close markets versus culturally distant ones.  Global Retailing Market Expansion Strategies The upper half of the matrix encompasses quadrants A and D and represents markets in which shopping patterns and retail structures are similar to those in the home country. In the lower half of the matrix, quadrants B and C represent markets that are significantly different from the home-country market in terms of one or more cultural characteristics.  Global Retailing Market Expansion Strategies The right side of the matrix, quadrants A and B, represents markets that are difficult to enter because of the presence of strong competitors, location restrictions, excessively high rent or real estate costs, or other factors. In quadrants C and D, any barriers that exist are relatively easy to overcome. The four entry strategies indicated by the matrix are organic, franchise, chain acquisition, and joint ventures and licensing.  Global Retailing Market Expansion Strategies a. Organic growth occurs when a company uses its own resources to open a store on a greenfield site or to acquire one or more existing retail facilities from another company. Example: In 1997, M&S expanded from one store to four in Germany via the purchase of three stores operated by Cramer and Meerman. Richard Branson set up the first Virgin Megastore in Paris by investing millions of pounds in a spectacular retail space on the Champs-Élysées. Point: The retail environments of Germany and France are both culturally close and easy to enter. The success of this strategy hinges on the availability of company resources to sustain the high cost of the initial investment.  Global Retailing Market Expansion Strategies b. Franchising: Franchisingis the appropriate entry strategy when barriers to entry are low, yet the market is culturally distant in terms of consumer behavior or retailing structures. Ittransfers the right to use the company’s name, logo and all that may be identifiable with the company. Franchising is a contractual relationship between two companies. Note: Thirty-three countries, including the United States, and Australia, have laws that regulate franchising.  Global Retailing Market Expansion Strategies In this arrangement, the parent company–franchisor authorizes a franchisee to operate a business developed by the franchisor in return for a fee and adherence to franchise-wide policies and practices. The key to a successful franchise operation is the ability to transfer company ­know-how to new markets. Example: The IKEA Group has more than 260 company- owned stores across Europe, in North America, and in China; 34 additional stores in various global locations are franchise operations.  Global Retailing Market Expansion Strategies c. Acquisition: In global retailing, acquisition is a market-entry strategy that entails purchasing a company with multiple retail locations in a foreign country. Thisstrategy can provide the buyer with quick growth as well as access to existing brand suppliers, distributors, and customers.  Global Retailing Market Expansion Strategies Example, when Walmart first entered the Japanese market in 2002, it did so by acquiring a 6.1 percent stake in the Seiyu retail chain. In 2007, Walmart upped its stake to 95.1 percent; the following year, Seiyu and its 414 stores became a wholly owned subsidiary. Now Walmart is seeking to expand by making additional acquisitions. Global Retailing Market Expansion Strategies d. Licensing is a contractual agreement whereby one company (the licensor) makes an asset available to another company (the licensee) in exchange for royalties, license fees, or some other form of compensation. Patent Trade secret Brand name Example, Barneys New York licensed its name to Barneys Japan for a period of 10 years; Saks Fifth Avenue has licensed stores in the Middle East. Global Retailing Market Expansion Strategies Difference Between Licensing and Franchising Global Retailing Market Expansion Strategies Difference Between Licensing and Franchising  Global Retailing Market Expansion Strategies e. Joint ventures can be defined as "an enterprise in which two or more investors share ownership and control over property rights and operation. Both companies enter into a contract that spells out the goals of the joint ventures and the responsibilities of both parties. It is a very common strategy of entering the foreign market. In some countries, local regulations mandate the use of joint ventures. Any form of association which implies collaboration for more than a transitory period is a joint venture.  Global Retailing Market Expansion Strategies Example, prior to 2005, China had regulations that required foreign retailers entering the market to have local partners. In 2005, Chinese authorities liberalized the country’s retail climate, and today IKEA and other retailers that initially used joint ventures as an entry strategy are shifting to wholly owned stores in China.  Global Retailing Market Expansion Strategies Advantages of Joint Venture: Allows for risk sharing financial and political Provides opportunity to learn new environment Providesopportunity to achieve synergy by combining strengths of partners May be the only way to enter market given barriers to entry Disadvantages of Joint Venture: Requires more investment than a licensing agreement Must share rewards as well as risks Requires strong coordination Potential for conflict among partners Partner may become a competitor  In-Class Class Discussion 8 Many global retailers are targeting China, India, and other emerging markets. What would be the most likely entry ­strategies for these countries? Which special distribution challenges exist in Japan? What is the best way for a non-Japanese company to deal with these challenges?  Trade Marketing Trade marketing is a form of business-to-business (B2B) marketing, in which companies attempt to market and sell their products to wholesalers, distributors, or retailers, rather than directly to consumers. Trade marketing is actually a marketing discipline that relates to increasing demand with supply chain partners, such as distributors, wholesalers and retailers, rather than at the consumer level. It is not a replacement for Brand Marketing, but a complementary process by which you enable consumer access to your brands through distribution. Trade marketing is creating a demand for the products across the channel and before it reaches the consumer.  Trade Marketing Trade marketing is the application of marketing techniques to retailers to reach/win with shopper. Trade Marketing provides value for trade to create a superior value proposition for shopper. Consumer = person with needs Shopper = person that buys  Trade Marketing Benefits of Trade Marketing Itguarantees that a manufacturer will be able to get its product on store shelves. The process ensures that the manufacturer or marketer will have a retailer’s full support in helping to promote and advertise the product. Trade marketing essentially increases the sales team behind a particular product, since both the retailer and the marketer want a product to sell.  Trade Marketing Basic method of trade marketing is focusing on sales fundamentals, such as Distribution, Display, Promotion and Price. With data and knowledge of sales fundamentals, trade marketing develops market strategy aligned with brand strategy. Point: In order to deliver sales volume and value, trade marketing support sales forces with well-designed fundamental enhancement /increase plans.  Trade Marketing Above the line marketing activities to consumers and shoppers as advertising on air, print, internet, outdoor, social media, trial campaign. Below the line marketing activities to retailers for shoppers: folders, in store promotion, fidelity program, collections, in-store visibility, display, comarketing.... Point: Yet we spend many times more on “traditional/above the line” support than on in-store support/below the line.  Trade Marketing How to grow the retailer‘s business?  Trade Marketing The importance of mix marketing in trade marketing Sales Fundamentals should create a superior value proposition for Shopper Value for trade should be provided to win in first moment of trust – via TRADE Marketing  Trade Marketing Plan Step 1: Map “Mapping” all retailers where our product are (could be) sold: Hyper, Super, Discount, Drugstores, Pharmacy, Gas Station, airport... How to coverage effectively and successfully Step 2: Understand Try to understand shoppers by analyzing: Household Panel Data = What shoppers do Questionnaire = Why shoppers do  Trade Marketing Plan Step 3: Trade Marketing Plan a. Sales Fundamentals: The basics on how to grow SHOPPER DEMAND Distribution: Right assortment, timings,... Shelving: Blocks (vertical/horizontal), signposts, information,... Pricing: Hi/Low, EDLP (every day low prices),… Promotion: Frequency, Displays, Communication,… b. Category Management: How can the category best contribute to help the retailer differentiate & meet their overall objectives & strategies. We need the analysis of: Market Development, Category (retail & brands), Assortment (ABC-Analysis,..), Price & Promotion, Shelving / Planograms, Shopper Data  Trade Marketing Plan ABC analysis (or Selective Inventory Control) is an inventory categorization technique. ABC analysis divides an inventory into three categories: "A items" with very tight control and accurate records "B items" with less tightly controlled and good records, and "C items" with the simplest controls possible and minimal records ABC analysis provides a mechanism for identifying items that will have a significant impact on overall inventory cost, Italso providing a mechanism for identifying different categories of stock that will require different management and controls.  Trade Marketing Plan Planogram is a diagram that shows how and where specific retail products should be placed on retail shelves or displays to increase customer purchases.  Trade Marketing Plan c. Launch & Initiative Management To optimize the implementation of new initiatives by making use of further marketing & sales tools. For example by: Sampling & Trial Activities Awareness - Instore Advertising, New Media (Internet coupons,..) PR / Emotion – Events d. Customer Differentiation To grow the retailer's business through choices which make him win over competition; how do manufacturers fit into that plan. For example: Customer specific profile Restricted distribution of a brand (???) Unique Marketing activities  Trade Marketing Plan e. Shopper Marketing: Identifying the right shopper marketing strategies (campaigns, store reinvention, relations, POS claims) that can deliver a win/win with the retailers.  Trade Marketing Trade Marketing Strategies There are different types of methods that can be used in trade marketing, but there is no straightforward approach. Some companies focus on reaching shoppers and managing strategies based on them. This will increase consumers’ desire for their products and thus indirectly influence supply chain managers to buy from them. Other manufacturers take on the supply chain managers and distributors head-on at trade shows and other promotional events. Allyear round their focus is on these events and the whole marketing strategy is based on how to tackle competitors and impress the distributors.  Trade Marketing Strategies Some Popular Trade Marketing Strategies are as follows: 1. Create a Strong and Memorable Branding Strong branding- an important step of trade marketing. Similarly, supply chain partners would not sell the product just to make quick bucks out of it. They will be willing to buy products only if it has a steady identity associated and if it is a credible brand. Itis important to ensure the products are always consistent in terms of quality. In short, smart, steady, and memorable branding is the only way to ensure your products reach the right customers consistently.  Trade Marketing Strategies 2. Team Work and Partnership Intrade marketing, working relationships are crucial for a smooth transition of products from factory to stores to the end consumer. Maintaininga good collaborative relationship on both ends is a must in trade marketing. Understanding consumer behavior together and working towards helping products reach the customer is a great way to have a strong relationship. 3. Do Research Well Data collection and market research on target enables to identify pain points and address them immediately. Itis equally important to know core competitors. Have a competitor analysis ready before implementing any action plan.  Trade Marketing Strategies 4. Showcase at Events Anopportunity to showcase products either through trade shows or other promotional events is very effective. It’sconsidered as the best platforms to increase the audience and ensure the brand is well-established. Tradeshows provide the best environment to meet like- minded supply chain managers and retailers. Marketingmaterial like brochures, flyers, and business cards can be distributed among potential business partners. Events also provide the perfect pitch to forge strong collaborations and working relationships.  Trade Marketing Strategies 5. Use Promotions and Ads Using promotions and offers to promote product and boost sales is an excellent way to ensure customers keep coming to you. Providing special offers and discount codes on a regular basis, encourage customers to choose you over your rivals. Running ads that promote product can also help gain more demand for brand. Ads are a great way to promote new offers and special discount codes as well.  Trade Marketing Strategies 6. The Power of The Internet Using digital trade marketing can be useful in more than one way. From Facebook ads to SEO (Search Engine Optimization) and lead generation, while the target audiences may vary, the underlying concept remains largely consistent. Implementing trade-making strategies online and establish a strong online presence is essential. Take steps to educate clientele online through educational videos, emails, social media, and direct contact. Digitalmarketing can be a fool-proof way to ensure products stay on the shelves.  Trade Marketing Strategies 7. Make The Most of Marketing Tools There are a number of marketing tools available that will leverage to boost brand recognition and product distribution. For example, using a well-designed website along with a strong social media presence can effectively enhance brand or product visibility in the digital space. Using landing pages for lead generation and brand awareness, which will contribute to increased recognition and visibility for your brand. Similarly, offline efforts such as posters and physical ads in the form of brochures and banners can be a great way to ensure brand and product receive the recognition they deserve.